For the past 4 years, Demac Media has published a quarterly benchmark report to help retailers put their numbers in the context of their peers, and prepare for the quarter ahead. In this edition of our Benchmark Report, we are highlighting the most important datapoints and trends we use to prepare our customers for growth.

1. ECOMMERCE
BENCHMARK REPORT
Q4 2015
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA

2. TABLE OF
CONTENTS
A Q U I C K W O R D
D I S C O V E R Y
C O N V E R S I O N B Y D E V I C E
C O N V E R S I O N B Y C H A N N E L
M E T H O D O L O G Y
C O N TA C T D E M A C
4
5
7
12
13
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ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA

3. DEMAC MEDIA IS A
COMMERCE AGENCY
For the past 4 years, Demac Media has published a quarterly benchmark
report to help retailers put their numbers in the context of their peers, and
prepare for the quarter ahead.
In this edition of our Benchmark Report, we are highlighting the most
important datapoints and trends we use to prepare our customers for
growth.
More information on the methodology used in reporting the findings herein
can be found at the end of this report.
Watch this space as we include more of our own data, and insights from our
partners, for future editions.
WE HELP MERCHANTS DESIGN,
CREATE & GROW STRONG
ECOMMERCE BUSINESSES.
OBJECTIVES
3
STRATEGY DESIGN DEVELOPMENT
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA

4. “
The holiday season in North America is marked in every retailer’s calendar as the most
important time of the year. In fact, the term “Black Friday” was originally used to mark
the date when a retailer’s financial statements finally showed profitability - 11 months
into the year!
At Demac, we spend a significant part of our year preparing our retailers for this all-
important season; from ensuring servers are ready to meet traffic demands to the
timing of promotional material sent to new and existing customers. Growing from the
strength we built in Q4, we are entering 2016 galvanized with the optimism of our
retail customers and technology partners.
An opportunity trend to continue tracking is the rise of mobile commerce. In this
report, we see evidence of its growth and how it is affecting the traditional path to
purchase. It also drives us to meet the growing expectations of shoppers for a more
consistent, personalized, and convenient shopping experience.
Economic conditions and evolving consumer preferences will continue to challenge us
in the year ahead, but we are focused on another banner year in digital commerce.
A QUICK
WORD
4
MARLON RODRIGU ES
DIRECTOR, MARK ETIN G
DEMAC MEDIA
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA

5. 5
DISCOVERY
ORGANIC SEARCH IS STILL KING IN
RETAIL DISCOVERY.
A strong showing in Organic Search is hard-earned over time through
good SEO hygiene, and bolstered with regular SEM practices.
It is also instructive to see the increasing value of social media in this
report. “Social Commerce” is happening now - how is your business
benefitting from it?
% OF SESSIONS BY TRAFFIC SOURCE
31%
23%
17%
8%
6%
5%
10%
○ organic search
○ social
○ direct
○ paid search
○ email
○ referral
○ other
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T

6. 6
DISCOVERY
ABOUT HALF OF SESSIONS ON EVERY
DEVICE IS FROM NEW VISITORS.
We know that Returning Customers are the most lucrative for retailers,
but New Visitors offer the opportunity to grow your business. Here, your
User Experience matters to quickly engage people who are unfamiliar
with your site, and encourages them to return to shop with you again.
48%
tablet desktop
58%
SESSIONS FROM NEW VISITORS, BY DEVICE TYPE
47%
mobile
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T

7. 7
CONVERSION
CONVERSION RATES VARY
DRAMATICALLY BETWEEN DEVICE
TYPES AND RETAILERS.
Conversion rates are ever-present on the minds of retailers, but they are
not a singular measure of the health of your business. The key to using
this metric is to benchmark your own and work to progressively improve
it while driving new traffic to your site and increasing order value.
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
DISTRIBUTION OF CONVERSION RATE BY DEVICE TYPE
0
5
10
15
20
25
30
35
40
45
0-1% 1-2% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10% 10-11% 11-12% 12-13% 13-14% 14-15%
○ mobile ○ tablet ○ desktop
COUNT

8. 8
CONVERSION
FOR NOW, MORE PAGEVIEWS PER
VISIT STILL CORRELATES WITH MORE
COMMERCE ENABLED.
Time spent on desktop and tablet are identical, but more pageviews
consumed per visit on desktop. This points to more control on desktop,
larger surface area, potentially more distractions compared to either
mobile or tablet. Expect the transaction volume and type on these devices
to render pageviews and time spent metrics obsolete in the near future.
AVERAGE NUMBER OF PAGEVIEWS PER SESSION
AVERAGE SESSION LENGTH
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
6.64
6.25
5.66
0 5 5.2 5.4 5.6 5.8 6 6.2 6.4 6.6 6.8
desktop
tablet
mobile



S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
3mins

mobile
4m12s

tablet
4m12s

desktop

9. 9
CONVERSION
DISPROPORTIONATE AMOUNT OF
REVENUE EARNED ON DESKTOP.
Key to a successful multi-device strategy is to understand the difference
in customer expectations for each platform. Here, we see that mobile is
used heavily for research but consumers still prefer to complete online
transactions on desktop computers.
% OF REVENUE BY DEVICE CATEGORY
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
% OF SESSIONS BY DEVICE CATEGORY
52%
37%
11%
○ mobile
○ tablet
○ desktop
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
68%
19%
13%
○ mobile
○ tablet
○ desktop

10. 10
CONVERSION
DESKTOP STILL RULES AS THE MOST
EFFICIENT DEVICE FOR HARVESTING
ONLINE REVENUE.
Mobile lags far behind desktop and tablet in total transactions online,
but shoppers are already spending a meaningful amount of money per
transaction on their mobile devices.
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
AVERAGE REVENUE PER SESSION AND
AVERAGE ORDER VALUE, BY DEVICE CATEGORY
$134.51
$124.78
$121.55
$1.64
$0.99
$0.33
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
$0
$120
$125
$130
$135
$140
desktop tablet mobile
 average order value  average revenue per session
AVERAGEORDERVALUE($)
AVERAGEREVENUEPERSESSION($)

11. 11
CONVERSION
APPLE STILL DOMINATES MOBILE
COMMERCE, AND IPHONE RETAINS
ITS FLAGSHIP POSITION.
Every mobile device maker and platform is trying to get into mobile
commerce, but it will be a long time before anyone is able to contest
Apple’s lead.
% OF SHOPPERS BY MOBILE DEVICE
○ iphone
○ ipad
○ other
47%
19%
34%
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
○ iphone ○ ipad ○ other

12. 12
CONVERSION
DIRECT TRAFFIC DRIVES THE
HIGHEST ORDER VALUE AMONG
ALL ACQUISITION CHANNELS.
Direct Traffic is premised on strong brand awareness and returning
shoppers. Many retailers use their loyalty programs to improve their
relationship with existing customers, and in numbers, this is why.
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
AVERAGE ORDER VALUE BY ACQUISITION CHANNEL
$157
$132
$120 $118 $117
$109 $107 $104
$-
$20
$40
$60
$80
$100
$120
$140
$160
$180
direct organic search social other email display paid search referral

13. 13
METHODOLOGY
THE RETAILERS IN THIS STUDY
REPRESENT A BROAD SET OF
RETAIL SUB-VERTICALS.
The retailers in this study reached shoppers in over 200 countries
during the reporting period, including 1 from the West African
nation of Guinea-Bissau!
DEMAC CUSTOMERS INCLUDED
IN THIS REPORT, BY US CENSUS
HOME COUNTRY OF RETAILER
INCLUDED IN THIS REPORT
 clothing, accessories
 furniture, furnishings
 miscellaneous
 sports, hobby, book, music
 health, personal care
 electronics, appliances
 food, beverage
 building, gardening, supplies
 general merchandise
47%
15%
11%
9%
6%
4%
4%
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
U S C E N S U S B U R E A U , N O R T H A M E R I C A N I N D U S T R Y C L A S S I F I C AT I O N
S Y S T E M [ H T T P : // W W W . C E N S U S . G O V/ E O S / W W W / N A I C S / ]
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E
B E N C H M A R K R E P O R T
○ canada ○ united states
84%
16%
○ canada
○ us
○ canada ○ us

14. By publishing commerce data with higher granularity
than the US Census, Demac wants to equip retailers with
practical benchmarks and actionable insights to grow their
business.
All data is provided in aggregate to separate signal from
noise and to protect the proprietary information of each
participating retailer.
All data was extracted from Google Analytics, and all labels
are standard definitions of the Google Analytics Platform.
If you would like to learn more about this report, or have
any suggestions, please reach us. Our contact details are
on the next page.
NOTE: Demac publishes this data as a guide and, despite our
best efforts, does not guarantee that it is free from error.
A FEW WORDS ON OUR PROCESS
FOR BUILDING THIS REPORT.
METHODOLOGY
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ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA

15. GET IN TOUCH
• Next Demac Benchmark Report: April 2016
• Demac Blog
• Dx3 Canada 2016, March 2-3, Toronto
• Bronto Summit, March 14-16, Miami
• Shopify Unite, March 22-23, SF
• Oro Momentum, April 10, Las Vegas
• Magento Imagine, April 11-13, Las Vegas
• Monthly eComm, Meetup, Toronto
DEMAC MEDIA IS A COMMERCE
AGENCY THAT BRINGS TOGETHER
THE BEST OF STRATEGY, INDUSTRY
INSIGHTS AND REAL-WORLD
IMPLEMENTATION EXPERIENCE TO
GROW YOUR RETAIL BUSINESS.
DEMAC RESOURCES
WHAT’S NEXT?
hello@demacmedia.com
CONTACT US
15
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA

16. MONTREAL
4529 Rue Clark #300
Montreal, QC H2T 2T4
TORONTO
211 Yonge Street, 6th Floor
Toronto, ON M5B 1M4
MIAMI
Coming Soon
Toll Free: 888-860-0364 | hello@demacmedia.com

ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA